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Luxury strategy of perfume brands in emerging markets: an exploratory study of luxury brands in the perfumes sector in Brazil
In recent years, emerging markets – considered the lead countries of the ‘developing world’ – have been outgrowing developed countries within the scope of the luxury market worldwide. Consequently, these new markets represent ...
The internationalization of the cosmetic retail industry: a history of success?
The retailing industry has increasingly become global over the past few decades, illustrating visually the internationalization of business in general. Many retailers are betting to expand their activities internationally ...
The challenges of repositioning an international brand: a case study on the hospitality industry
Much has been said in the literature about brand positioning, as well as about international branding and their importance on ever more competitive world marketplaces. Concerning repositioning, however, the literature is ...